In the third part of our look at creativity in PR, Arun Sudhaman, partner and managing editor at the Holmes Report, argues that while the kind of creativity found in PR is often markedly different from that in other marketing disciplines, this does not make it any less creative. However, he notes that the industry should be more aggressive in how it goes out to potential clients, and needs to be much smarter in terms of how it hires and utilises creative people, saying: “Creativity needs to be part of the offering from day one.”